Supercheap Auto is openly addressing the Bathurst 1000 ending its naming rights sponsorship, using a series of comedic press conferences to communicate that the brand will still love the Supercars event, no matter what – “kind of like a Ross and Rachel type situation”.
The ads were made by The Monkeys, which was appointed to Supercheap Auto’s creative account in July. The Monkeys has slowly been accumulating the creative accounts for Super Retail Group’s brands on its roster, starting off with BCF in May last year, and Rebel in June this year.
Super Retail Group also holds Macpac. Mumbrella has requested comment on the brand’s creative account.
In August it was confirmed that Supercheap Auto competitor Repco had signed a five-year deal to become the name partner of the Bathurst 1000.
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In the series of social ads, Supercheap’s PR representative, Nathan Murray, progressively grieves the loss of the 16 year partnership, but not without giving a mention to some of the retailer’s best deals.
The press conferences address some chaotic moments, that seem reminiscent of bad breakups, such as the the accidental sending of an intimate email to all of Supercheap Auto’s club plus members.
“Supercheap Auto isn’t going down without a fight and the humble press conference seemed the most 2020 way to do that,” Supercheap Auto’s managing director, Benjamin Ward, said.
The Monkeys Melbourne chief creative officer, Ant Keogh, added: “They say love has no boundaries. We now know that extends to one man’s love for motor racing.”
Credits
Client: Supercheap Auto
Managing Director: Benjamin Ward
Head of Marketing: Janet Newton
Media & Production Team Leader: Emma Halasz
General Manager – eCommerce & Marketing: Andre Korte
Creative Agency: The Monkeys Melbourne, part of Accenture Interactive
Chief Executive Officer: Paul McMillan
Chief Creative Officer: Ant Keogh
Head of Planning: Michael Derepas
Creative: Connor Beaver
Creative: Scott Zuliani
Senior Craft Designer: Raph Tamkalis
Head of Production: Romanca Mundrea
Senior Producer: Jacqui Walker
Head of Content Management: Jaimee Kerr
Content Director: Navin Arunasalam
Content Manager: Allan Carlow
Social Strategist: Charlotte Goodsir
Production Company: Rabbit
Director: Al Morrow
Producer: Marcus Butler
Executive Producers: Alex Hay & Lucas Jenner
Cinematographer: Andy Taylor
Editor: Stu Morley at The Editors
Post Production: White Chocolate
Casting: Danny Long Casting
Sound: Squeak E. Clean Studios
Sound Design: Ryan Dickinson & Simon Lister
Executive Producer: Ceri Davies
Senior Producer: Angelina Phengphong
Photographer: Neil Bailey @ Coco Productions
Producer: Samantha Lee @ Coco Productions